cover image QUICKSILVER COMPANIES: 
The Battle for the Online Consumer

QUICKSILVER COMPANIES: The Battle for the Online Consumer

Alan Griffiths, Alan Griffiths, . . Palgrave, $35 (256pp) ISBN 978-0-333-96028-8

At its heart, marketing is extremely simple: figure out who you want to buy your product or service, then how you're going to get them to act. The latest batch of marketing books shows what could go wrong along this seemingly simple process.

QUICKSILVER COMPANIES: The Battle for the Online ConsumerAlan Griffiths. Palgrave, $35 (256p) ISBN 0-333-96028-9

In yet another observation of how quickly the Internet is changing all aspects of business, Griffiths (a consultant who created the BBC News' web site) , explains how companies should use the Internet as a means of conducting their daily activities. Although he spends a great deal of time going over well-plowed ground, his use of basic checklists to apply to an online business is helpful. The book has an extremely dated feel, even though Griffiths was able to include examples of the dot.com crash that occurred earlier this year; and American readers may find the constant references to little-known British companies off-putting. (Nov.)